RE: My blog post revolves around the achievements of Vijay Nair out of India.

By: Troika K. Hanna

As an independent artist and the CEO of a music publication for independent artist and Music Business professionals, I found this article to be very inspiring. Even though this company (Only Much Louder) and industry is in a different country, the growth and downfall in the Music Industry may be compared to the industry in the Unite States. The company is setup as a one-stop shop. Only Much Louder provides services for concerts and festivals; it is a booking agency for independent artist and record label. When one analyzes the company Only Much Louder, we look at what the company has done for the country of India and how it differentiates its brand from others.

For example: Only Much Louder hosted the first music festival in India. The company has established itself as being the only music organization to focus on independent artist and the non-Bollywood sector in India.

“What differentiates us is that we’ve always focused on the non-Bollywood sector in India and that’s a pretty hard thing to do. Plus we’ve never really been limited to any genre; it’s just been about anything that’s independent, good, live, very flexible.” (Vijay Nair, 2010)

The company focused its aim entirely on empowering independent artists, musicians, and agents from being trapped by major record labels. One of the most innovative tactics used by Only Much Louder was the ability to increase CD sales. During the year 1999-2000, the company had burned 200 CD’s for sale and had started to encourage consumers to burn the CD’s themselves. Subsequently, this being a new idea to consumers of India had actually enforced consumers in buying the album.

“We took a lot of pride in that. And the more we asked people to do that, the more people ended up buying the album, which was really strange. We did the first two hundred albums like that, but we were actually mass-printing albums after that. We did about eight to ten thousand copies by the end of the year.” (Vijay Nair, 2010)

Another factor is that India being a larger market, allowed for greater potential. When compared to other markets in foreign countries, we see that India uses music mainly for the Film Industry. Ninety percent of all music made was put into film. This very same idea is what Only Much Louder focused on. The company used the fact that the film industry was dominant, and decided to capitalize on two or three percent of which was the independent music industry.

As we analyze the company Only Much Louder we can see it used the Law of Contraction (focusing entirely on a particular market) and the Law of Singularity (staying geared towards the independent music industry).

I hope to see my company You in Music begin to grow in the very sme business structure here in the Bahamas and United States as Only Much Louder was able to capitalize on the market in India.  

Reference: Nair, Vijay. India’s Independent Music Industry, (2010). Retrieved from: http://blog.ted.com/2010/10/29/fellows-friday-with-vijay-nair/

The RIAA Involvement & Impact on The Music Industry

Article by: Troika Hanna

My association of choice is the Recording Industry Association of America (RIAA). In analyzing the RIAA, we first have to examine the history of the association. This association is a trade organization that supports and promotes the creativity and financial validity of major music companies. The members of the association consist of record labels. There primary objective is to create, manufacture, and disseminate music globally. As stated by the RIAA, the association currently operates 85% of all legal/copyrighted work in the United States.

In addition, the RIAA aims to protect intellectual property. The company protects against piracy of any recorded material or music. As stated by the RIAA, “because of the substantial losses to the recording industry as the result of piracy, the RIAA worked closely with the FBI to develop a new government seal and warning for placement on copyrighted music products in order to increase anti-piracy awareness”. Through protecting the rights of recorded music, the RIAA also operates through the First Amendment of the constitution. As stated in the constitution, “Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances." –                          (First Amendment, December 15, 1791).

There are numerous more areas of which the RIAA operates in education, manufacturing/distribution, anti-piracy, and protection of artistic rights in music. For instance everyone is familiar with the infamous logo created through the RIAA – Parental Advisory Explicit Content.  

The logo allows for consumers to better monitor legalized recorded material associated with minors or adolescents. In addition, it protects artists and record labels or companies associated with the Music Industry. The RIAA also provides vital information for those in the Music Industry about legal services such as: iTunes, Pandora, Rhapsody, YouTube, Napster, and many more. It is stated that there are more than 13 million legal tracks online. It is through the involvement & impact of the RIAA that record labels, artists, and music distributors are able to stay connected with their consumers and the Music Industry. In addition, the RIAA allows these vary same individuals access to searchable data of Gold & Platinum music. The RIAA has truly been aiding the Music Industry since 1952.        

Reference:

http://www.riaa.com/aboutus.php?content_selector=about-who-we-are-riaa 

An Evening of Music

Article by Troika Hanna

Stan Lassiter

“Mr. Stan Lassiter is an Adjunct Faculty Instructor of commercial guitar at Belmont. Mr. Lassiter received his Bachelor of Science (Music Performance and Pedagogy for Guitar) degree and his Master of Science (Music Performance and Pedagogy for Guitar) degree from George Peabody College for Teachers of Vanderbilt University, Nashville, TN. His other studies include an Associates degree in Music from Volunteer State Community College and studies under the direction of John Johns, Blair School of Music.” Retrieved from http://www.belmont.edu/music/faculty/faculty_current/lassiter_stan.html

I recently attended a music forum, which included a showcase and lecture, at the Maxwell House Hotel, Nashville, TN on Friday, October 28^th, 2011 where professor and Jazz guitarist Stan Lassiter wowed the audience with his amazing technique and skill in music. He played a piece from one of his last performances Labyrinth from Roy’s Simplicity [http://wn.com/roysterbass7]. His style is one that is truly unique and defined. "Stan Lassiter is not only considered Nashville's premier jazz guitarist, his reputation now marks him as among the most accomplished young jazz pickers in the country." Guitar Magazine

He explained the different styles and how they related in the piece of music. It was quite interesting to have an explanation after watching the performance. He said that what also helps is that part of the psyche from passed experienced is accessed whiles playing which helps in performing fusion jazz. After watching such a performance I could tell that I was not the only listener who was truly satisfied and in awe. 

So I asked Mr. Lassiter, being classified as Nashville’s premiere Jazz guitarist how did he get started in music? He stated that t began from watching his uncle and brother’s play. His first musical instrument was the trumpet, where at a very young age he was able to play a set with the Allman Brothers, he was 17 at the time. His career is one that has allowed him to tour the world playing Jazz-fusion and classical Jazz. 

He stated that in order to be pleasing to someone, one must first recognize where their passion is derived from, the “Who am I.” He calls it the quest of finding, the invisible. “I use music as movement and feel…the mystery of it all keeps me moving, and when it stops being mysterious it then takes bravery to make the CHANGE.” Stan Lassiter

Review from Friday, October 28^th, 2011 showcase

 

NEW Updates on Nashville Urban Scene

Article by Troika Hanna

Mr. Eric Holt of Lovenoise uses some innovative execution to take hold of the Nashville Urban Scene.

Eric Holt, Co-founder of Lovenoise

I recently read an article in the Nashville Scene by Sean L. Maloney entitled Local urban-music promoters Lovenoise make hip-hop, soul and R&B accessible to Nashville's masses Feel the Noise. The article made some interesting points about an endeavor by co-founder of Lovenoise Mr. Eric Holt. Some may ask what is Lovenoise? Well for one, they are one of the main innovators of promoting urban music in Nashville, TN. In short it is a high quality entertainment that utilizes live bands, poetry, visual arts, and other forms of artistic expressions. Their goal is to cultivate urban artists and make a positive change in the Nashville entertainment scene. Throughout Nashville, TN, locals know of the name LOVENOISE. So what Mr. Eric Holt did was take eight years of operation and publicity and put it to use in a new venture of distribution for the company. “Founded eight years ago by Eric Holt, Chip Hockett, Antoine Nunn and Bryce Page, Lovenoise has carved a niche within the Nashville music community — a cornerstone of our burgeoning urban arts community.” 

Retrieved from: http://www.nashvillescene.com/nashville/local-urban-music-promoters-lovenoise-make-hip-hop-soul-and-randb-accessible-to-nashvilles-masses/Content?oid=2661308

Mr. Eric Holt stated that through analysis of the Nashville urban music market, he realized that there were not a lot of venues for “Hip-hop music”.  This gave birth to a new idea. The company had already created an evolution of promoting urban music in Nashville, TN and now it has geared to provide distribution in more forums. As the city became more aware of the company Lovenoise, they started to be accepted in different music venues. The networking of Lovenoise has grown tremendously over the social networks of Nashville, TN and will continue to grow as Lovenoise still is one of the few companies/organizations that focuses on urban music in Nashville, TN.

Reference:

http://www.nashvillescene.com/nashville/local-urban-music-promoters-lovenoise-make-hip-hop-soul-and-randb-accessible-to-nashvilles-masses/Content?oid=2661308

The Execution of Social Streaming & Digital Production in The Music Industry

Review on article: Music Industry Downfall, Part II: The Rise of Social Streaming – Update, by Troika K. Hanna

“Despite lawsuits against illegal download sites, the fastest growing category in online music last year was P2P downloads, which shot up 140%. Nearly ten years after Napster raged through college networks, online music piracy continues to grow.” Retrieved from (Alex Patriquin, Complete Pulse 2008.) 

Studies show that over time the music industry has taken a huge turn towards technology. From the birth of Napster, which created, the shift in control and accessibility of recorded music, to now the ability of being able to stream music. The Internet has truly become a bittersweet answer to the digital music distribution. Through great access and availability, the Internet has created a devastating problem of piracy. Through federal reports by the RIAA, it has been stated that for the past 15 years there has been a downslide or dwindle on Return On Investment. In addition, not only has the increase in piracy taken financial strain on the recording industry but as well as major search engines that utilize the streaming of music. Major search engines had to result in paying artists millions of dollars as a back payment of streaming copy written material.

Another major threat of social streaming is the major cooperation, Apple Inc. Through its innovative products, Apple has become one the most powerful players in the Music Industry. Through the use of the iPod & iTunes there sales in 2007 were stated to be 2 billion songs. With such power and control traditional retailers (giants of the trade) were finding it hard to compete with an online distribution.

Another factor is that online distribution eliminates overhead production. It is easier to execute and compete when you don’t have to worry about physical promotion, packaging, shipment, etc. In the past the average consumer would have to pay $10.00 - $20.00 for a single or album. But now a consumer is able purchase a single at the cost of $.99. Such changes empowers’ the artist and consumer, which causes the record label to be seen as inferior.     

However, through all factors piracy remains to be the major concern. Streaming is the most used source for the consumption of digital recorded music through online networks, search engines, and social networks.  

Reference:

Alex Patriquin, Complete Pulse 2008. Retrieved from

http://blog.compete.com/2008/05/12/music-streaming-download-imeem-yahoo/

The MUZAK Budget Plan For An Independent Artist

Article by Troika Hanna


Whenever one is creating a budget for a new music album, this means that he or she is now figuring out several obstacles or strategies.

1.     How much money do you need for the production?

2.     How much time will it take from your first practice/rehearsal to your release date?

3.     In what ways will you promote and market your product?

4.     How is your product going to be packaged and distributed?

Excerpt from MusicianWages.com retrieved October 24, 2011.

Example Rates for Session Musicians:

                                    By the session. ($50 per rehearsal, $200 per day of recording) This could change based on the number of sessions, the length of each session, and how many songs you expect them to learn.

As stated a session can range by the hour, rehearsal, or day. As shown above, one can see how it can become quite an expense with just a partial of the cost of production.

With the growth in technology and the rapid constant change in the music industry, releasing and recording music has become easier than never before. Before artists aimed to simply have their song played on the radio to make it in the music industry. However, now because of the instant demand of the consumer or listening audience an artist must now think of numerous ways of broadcasting. The advantage is that because of technology independent artists can now be more empowered with the use of social media and online distribution. Artist can use distribution systems such as press on demand, not having to worry about the big overhead cost in producing in bulk. In addition, the turnover time of a product is almost instant which allows the consumer or listening audience to be received immediately after tours, concerts, or showcases. This allows an independent artist to be more flexible and aim for a distribution deal instead of a record deal. Why such a drastic change in concept? What independent artists have found today is that the more you are able to control in the social market, the more strength you have in distribution. Subsequently, there is still the pitfall that mass promotion or production may not be achieved without a major record deal or being signed by a record label. But through operating through the social media and online distribution, an independent artist is more able to sustain and maintain a fan base, which gives the artist more leverage when approached by a Major Record Label.      

Reference:

MusicianWages.com (2010). http://www.musicianwages.com/the-working-musician/creating-a-budget-for-your-new-album/

Interview with Quinton Marcel

Quinton Marcel

Quinton Marcel has been grinding on the independent artist highway since he was 11 years old.  Quinton’s move from Nashville, Tennessee to Los Angeles, California is paying off.  His single “Beauty” has been selected for a movie score titled “Leaving Limbo” which will be out by the end of the year.  While out pushing his new club single “Say O” and having support from the radio, he is looking to release his video in mid August.  You will also be able to see him in Toronto, Canada performing at The Vox Music Competition that takes place November 1^st through December 17^th 2011. It was just one year ago that Quinton Marcel was performing at The Rhythm of Gospel Awards.  He believes hard work pays off.  Quinton stated, “With more requires more and you can’t grow to be a big fish in a little pond.” His hard work has caught the eye of a legendary’s son Lou Rawls Jr., Lou Rawls Production has partnered with Quinton’s management team and Hitman Records Inc. to take him to the next level! 

                                                                            (L) Lou Rawls Jr & (R) Quinton Marcel

A Sit-down Conversation with Quinton Marcel

Tell us about where you are from and how you got to this position today?

I was born and raised in Nashville, Tennessee. I started modeling and acting at the age of three. I was inspired to write my first song at the age of 9 when my grandfather died. It was such a traumatic and painful experience for me because he was my idol. So, I decided to put my feelings on paper and Roger Ryan (Grammy nominated) producer, helped me lyrically turn it into a song. After that my mom and I teamed up with Roger Ryan and CEO of Hitman Records Inc. C. Michael Brae out of San Francisco and learned the business. During this period they invested in me, and helped me complete my freshman album. I’m now working on my sophomore album.

Tell us about one of the hardest challenges you had to face in the industry?

Wow!!! That’s a good question…. One of the hardest challenges I’ve had to face was not having the support from some of the closest people around me. In this business everything cost, nothing is free. You give up and sacrifice a lot to have a great project and to have great people on your project. My mom has single handedly financially supported me in this industry. I owe it to her to do nothing less than my best.

What suggestions do you have for other artists like yourself?


The one thing that I would suggest is keep your faith!!!!! You have to be a believer in yourself for people to believe in you. This business can rip you apart if you let it, and people can bring you down. You just have to be smart and position yourself around the right people, and that might mean to eliminate people in your circle that might not have your best interest in mind. As my granddad says, “sometimes old friends are like old coats you have to get rid of an old coat that you’ve grown out of and get you a new one every now and then”.

What are the best ways to sell your products as an artist?

The best way to sell your product is understanding product placement. If I only sell my CD at the venue where I just performed, I only limit my sales to just a few. But if I have distribution I can sell my music all over the world. The more stores that I distribute my music in the more accessible my music is to buy. I just didn’t want digital download distribution I also wanted physical distribution. That’s why I have distribution through Hitman Records Inc. I have distribution like any major artist signed to any major label. I also sell my download cards after my performances because that gives me the opportunity to have my sales reported to soundscan. One thing artists don’t understand clearly is radio. I have learned that if you don’t have distribution radio will NOT play your music! If listeners want to buy your song you have to have a store of some kind, it’s the professional side of the business. I’ve also learned from my PR consultant, Ingrid Fletcher, that first you have to understand that you are the product. That people are buying YOU (the product), if they are spending money to purchase your product (your music) then remember you are a walking advertisement of your product (YOU ARE THE BRAND). So, always remember to represent your product at its best.

What is one of your favorite ways to promote yourself and your music?


Wow!!!! That’s funny because I promote myself everywhere I go. If I’m in the barbershop I break out in a song and the whole shop is singing with me. When I’m at the grocery store, at a party, picking up a pizza I’m singing. But on the real, I really make an effort to use every situation possible as a promotional opportunity. One thing I can say is that my computer is my best friend when it comes to promotions. I use Facebook, MySpace, Jango, YouTube, Twitter, Yahoo and my websites www.quintonmarcel.com and www.hitmanrecords.com. I love talking to my fans; my fans are my biggest promoters and supporters period. I still use traditional forms of promotions. With the right budget, I do include media buys on radio in my marketing mix for advertising my new releases.

 Interview by: YIM Personnel (Published by Troika Hanna)

Steve Jobs – An Innovator Who Revolutionized The Way We Consume Music

“Industry watchers called Jobs a master innovator -- perhaps on a par with Thomas Edison -- changing the worlds of computing, recorded music and communications.” – ABC News

Steve Jobs died Wednesday at age 56 (1955-2011). He was a man who was a leader in innovation. One in particular is the change and affect he had on the music or entertainment industry. With the creation of the iPod and the arrival of its companion iTunes in 2001, Jobs had transpired human conception towards the consumption of music. This one combination changed the way we consumed music, exacerbated the demise of both the compact disc and the brick-and-mortar record store, revolutionized the music business, and massively disrupted the major labels' dominance in the marketplace. 

No one was able to create that signature elegance and ease of use that Jobs brought to his version of the portable digital-music device. His understanding of what the future consumer wanted always surpassed their expectation. From the iconic rotating wheel, simple scrolling menus and clean design of the first iPod, to later iterations such as the miniature Shuffle and the finger-swiping iPod Touch, Jobs pushed his design team to ever-greater heights of innovation. The iPod became the hot commodity that was seen everywhere. It was a device that revolutionized the MP3 player and became ubiquitous on college campuses and subway trains and in gyms.

In February 2010, the iTunes Store had legally sold 10 billion songs while revolutionizing the way every new generation buys, interacts with and experiences music. Though piracy is still evident, through Jobs innovation he has trained a constantly wired generation to legally download music on their iPads, iPhones and a myriad of other devices.

Article by: Troika Hanna

References:

Ned Potter, Steve Jobs Dies: Apple Chief Innovated Personal Computer, Created iPad, iPod, iPhone. (2011)  Retrieved October  6, 2011.

http://abcnews.go.com/Technology/steve-jobs-apple-ceo-dies/story?id=14383813

Steve Jobs, (2011) Retrieved October 6, 2011. http://www.youtube.com/watch?v=Ft3oPgsCFbA

Independent Artists Using Social Networks For Marketing

       In the independent music industry it is important to market your new music in as many places as possible. Typically the independent artist would market themselves on social media networks like Myspace.com, ReverbNation, Sound Click, etc. But in todays market those networks are already saturated with other independent artists doing the exact same thing. Chances are there are hundreds of artists who have been doing it longer than you, have more resources and time to put into it and have already built a following.

However, social media has also allowed for Independent Artist to now build and support one another through creativity, marketing, and network. Social networks such as Twitter, Facebook, and YouTube have allowed for independent artist to create a globalization of their musical work without the support of major record labels. One would say that social media has given independent artist liberty and freedom to create. Artists are also able to reach their market or listening audience from a more hands on approach. By personally building and connecting with there listening audience or fan base using social networks, independent artist are able to efficiently capitalize in their marketed area. Statistics state that 200 million people access Facebook via a mobile device and more than 30 billion pieces of content are shared each day. The same growing statistics are stated for Twitter and YouTube.

Social networks allow for a user-friendly E-marketing and access to online tutorials posted by independent artist. There are so many ways in today’s technological environment that independent artist have empowered themselves. Through social networks, independent artist are able to: tell the story behind their work, film and demonstrate the process of their musical production, share footage from openings or events globally, crate tutorials for fans or other independent artist, keep a log of recorded material, and review other independent artists work. The possibilities are endless. 


Article by Troika Hanna

References

Ken Burbary, Facebook Demographics Revisited. (2011) http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statistics Retrieved, October 3, 2011.

Mark H, Independent Artist and the Internet – 1/12. The Demographics of Social Media Sites. (2011) http://musicianstogether.com/magazine/2011/09/26/independent-artists-and-the-internet-112-the-demographics-of-social-media-sites/ Retrieved, October 3, 2011.

 

Congratulations to You In Music, Inc. Nominated for the 2011 Annual Rhythm of Gospel Awards in the category of: PRINT PRESS MEDIA GROUP OF THE YEAR

This original televised award show is the first and only National Independent Gospel Award Show to cover the entire United States and Canada, giving independent gospel artist both a national platform, and a positive collaboration which supports artists of all ethnicities in various genres of gospel music. Hosted by the National & Independent Gospel Music Association, the Rhythm of Gospel Awards Show will recognize its nominees and winners on Sunday, July 24, 2011, at the Convention Center in West Memphis, Arkansas. For additional information please visit the website: therhythmofgospelawards.com


Article by: Troika Hanna